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The Role of Brand Communicators in an Outbreak

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By Michael Crawford

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A lot of the work we do in healthcare marketing and communications is predictable. Brand-building, patient acquisition, and organizational support are long-haul types of activities that you sustain throughout the year. But when a new health threat emerges, brand communicators have to respond quickly to help people minimize their risk of infection and to keep fear from spreading unnecessarily.

That continues to be the case with the Novel Coronavirus (COVID-19), which emerged from the city of Wuhan and Hubei province in China.

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Headshot of Michael Crawford

Michael Crawford

Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.

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